“A great photograph is one that fully expresses what one feels, in the deepest sense, about what is being photographed.” - Ansel Adams
The digital age has created a convenient method for consumers to easily explore businesses— the internet! Guess what? Consumers are actively taking advantage of this convenience. According to a recent (survey), 80 percent of potential clients visit a business’s website before they interact with them to gather information about them. In addition, the digital age has aided in the world becoming more visually centric than ever. (http://www.hingemarketing.com/blog/story/why-professional-photography-matters-on-your-website) Obviously, using high-quality photography is an important aspect of eCommerce businesses because consumers want to know exactly what they are buying. However, many people are not aware of how important and effective imagery is and can be for other types of businesses. An image is typically the consumer's first impression of a brand because it is the first piece of content he or she views. If the image does not compel the consumer, it may be the only piece of content he or she views. Therefore, the visual elements of a brand should communicate and reflect the qualities the brand wishes for a consumer to perceive. For example, if a business wants consumers to view them as professional, high-quality, and thriving, then the images the business uses should also be professional and high-quality, in turn portraying a thriving environment.
Note: Just because you or an employee has an iPhone does not qualify you or your employee as a professional photographer. Shockingly, the type of device you use, whether it be an iphone or a professional camera, matters less than the skill you have.
There is a science behind photography that we “commoners” are not knowledgeable about. Lighting, contrast, retouch, etc. are all skills that require in-depth training and a great deal of time. Professional photographers are masters of these skills. Save your time — use them!
In addition to the quality, images should also have consistent messaging throughout mediums. All images should say the same thing about your brand. For example, if you want your brand to come across as light-hearted then all of your images should represent a light-hearted environment. Furthermore, your images should be consistent in all mediums. Consumers would be confused if the images on your social media portray that you are light-hearted, but the images on your website say that you are more serious.
Social media is a fun medium for a business because it can be used for a quick snap from your iphone to portray your personality. These images should be used sparingly for special times or breaking moments that you want to share quickly, such as a football player visiting your business or an employee’s birthday.
In conclusion, the message we intend to share is that images are powerful and, when used correctly as a marketing tool, they can exponentially benefit your business. Use them to your advantage.